Men's Health Tests Shops' Endurance With Urbanathlon and Agency Challenge
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Scaling cabs and buses, jumping over sawhorses, crawling under fencing and high-stepping through a maze of tires, all while covering 10 to 12 miles on foot — this isn’t your average road race.
It’s the Men’s Health Urbanathlon, a nine-year-old global event held in 22 cities on six continents, and it’s billed as the “ultimate test of endurance, strength, mobility and pure toughness.” This fall, nearly 10,000 participants will take part in various Urbanathlon challenges, and a portion of those will hail from Madison Avenue. The New York event on Oct. 25, for example, will include some 330 racers representing more than 30 advertising agencies.
The Agency Challenge, created three years ago, pits creative and media agency employees against one another as they compete to win a free page in the January or February issue of Men’s Health for an ad dedicated to a cause or aid organization of the agency’s choosing. The winners will also have a group photo featured in the issue. Past winners include Aegis’ media arm Carat, Omnicom’s OMD and Sausalito, Calif.-based agency BSSP.
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